As a growing emerging market (EM), China offers remarkable opportunities for luxury firms from advanced countries. Studies emphasize the global approach to luxury markets, but the uncertainty and cultural distance characterizing the Chinese market increase the risks for firms using standardized global strategies. This article investigates the internationalization strategies of luxury firms in China by exploring the role of design and marketing capabilities. A qualitative methodology is adopted to develop a case study of an Italian company. Design and marketing capabilities emerge as important factors for balancing the advantages of a global strategy while adapting to the unique characteristics of the Chinese market. This process requires dynamic capabilities to maintain coherence with a company’s global brand identity, which is an asset of luxury companies.

Luxury Firms in China: The Role of Design and Marketing Capabilities

CHIARVESIO, Maria;TABACCO, Raffaella
2016-01-01

Abstract

As a growing emerging market (EM), China offers remarkable opportunities for luxury firms from advanced countries. Studies emphasize the global approach to luxury markets, but the uncertainty and cultural distance characterizing the Chinese market increase the risks for firms using standardized global strategies. This article investigates the internationalization strategies of luxury firms in China by exploring the role of design and marketing capabilities. A qualitative methodology is adopted to develop a case study of an Italian company. Design and marketing capabilities emerge as important factors for balancing the advantages of a global strategy while adapting to the unique characteristics of the Chinese market. This process requires dynamic capabilities to maintain coherence with a company’s global brand identity, which is an asset of luxury companies.
File in questo prodotto:
File Dimensione Formato  
GBR BCDMT 2016.pdf

non disponibili

Tipologia: Versione Editoriale (PDF)
Licenza: Non pubblico
Dimensione 135.45 kB
Formato Adobe PDF
135.45 kB Adobe PDF   Visualizza/Apri   Richiedi una copia

I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11390/1100315
Citazioni
  • ???jsp.display-item.citation.pmc??? ND
  • Scopus 4
  • ???jsp.display-item.citation.isi??? 4
social impact